Pepe Jeans celebrates half a century of existence with Lila Moss

Pepe Jeans celebrated its half-century in London this weekend with a photo exhibition of its many media campaigns and a dinner for the star of its new campaign, Lila Moss.

The exhibition featured work from fashion legends Bruce Weber, David Sims and Tom Munro, among others, deftly reflecting the brand’s youthful British DNA.

The exhibition took place at The Loft on Scrubs Lane, Shepherd’s Bush, close to the original office of the founding Shah brothers, who launched Pepe Jeans from a stall on Portobello Road in 1973.

“We wanted to celebrate our half-century and suggest where we will go in the next 50 years. Pepe started in London, and London is our heart. That is why we are in this wonderful city and why we celebrate this occasion by saying: “I love London,” said Marcella Wartenberg, who became group CEO of Pepe Jeans in 2019.

Guests could personalize the recycled denim Pepe Jeans jackets they received with “I Love London” on the back.

Pepe Jeans is the largest brand in the AWWG group, which also includes French brand BCBG (Bon Chic Bon Gens) Façonnable and Hackett, known for its must-have British suits, and is the official distributor of Tommy Hilfiger and Calvin Klein. in Spain and Portugal.

Privately held AWWG does not report annual figures for its brands, but Pepe Jeans, headquartered in Sant Feliu de Llobregat, Spain, has a turnover of more than €300 million a year.

Despite some inactivity over the last decade, the brand’s DNA remains strong and fertile, as evidenced by its photo exhibition.

Dua Lipa gets emotional in front of David Sims; Cristiano Ronaldo and Jessica Miller, photographs by Steven Klein; Jourdan Dunn looks sexy in front of Glen Latchford; Brooklyn Beckham and Nicola Peltz rally behind Luigi and Iango’s goal. Right down to the then unknown and truly angelic Natalia Vodianova, photographed in 2001 by Nacho Pinedo.

With around 500 outlets worldwide and no stores in China, the brand appears to have half the growth potential. The company has already improved its position in the digital segment: 28% of sales come from online sales. Clever co-branding partnerships and smart pop-ups should ensure strong growth in the future.

Returning to the photo campaign called “W11Love from London”, shot by photographer Alasdair McLellan, the main character is Lila Moss, daughter of supermodel Kate Moss. So the daughter of art moves from the world’s most prestigious covers to traveling with Pepe Jeans through the busy streets of W11, an area that includes Notting Hill and Ladbroke Grove in West London. Each look, each location, each atmosphere corresponds to the images of the “Boho London” of the Pepe Jeans autumn-winter 2023/24 collection, creating a story that can express the true essence of the city in which the brand was born.

Leela is wearing new pieces from the collection, including 100% recycled denim, a houndstooth wool coat with military detailing, soft corduroy wide leg chinos, soft twill palazzo pants and a double-breasted blazer with houndstooth pattern. in mixed wool.

The next appointment comes in October when Pepe Jeans London launches After Hours London, another collaboration featuring pop star Rita Ora. Shot by photographer Dan Jackson, the campaign is inspired by the fun of London nights, and her outfits capture the festive spirit and festive parties that bring the city to life.

Both campaigns were styled by Julia Sarre-Jamois (Fashion Director). British Vogue), with creative direction from Suburbia’s Lee Swillingham and Stuart Spaulding, known for their work on Face, Pop magazine, Love magazine AND British Vogue.

With Ansa